Lincoln Motor Company

Ford's luxury brand Lincoln took another step this week towards a hoped-for redemption.

The brand unveiled the MKC, a small crossover.

Lincoln's cars are aging and uncompetitive. Jim Farley, who's in charge of Lincoln, cautions the brand's recovery will take a long time, but he hopes the MKC is a turning point.

It's the first small crossover the brand has launched. "We wanted to challenge preconceived notions that Lincoln only makes big sedans and SUVs," says Farley, noting that sales in the small crossover segment have grown 200% since 2009.